Role: UI/UX, Web Designer, & Product Designer
Responsibilities: User Flows, Information Architecture, Wireframing, UI Design, Responsive Design & Prototyping
Tools: Figma

Real estate teams serve people arriving with very different intentions. A buyer may want to search listings, compare properties, and request a showing, while a seller may be trying to understand their home's value and decide whether they're ready to sell.

The challenge was to create one website that could support both journeys without making either audience search through information that wasn't relevant to them.

I structured the website around two primary journeys:

Buyer
Discover properties → narrow the search → explore a property → request a showing.

Seller
Understand the selling service → learn about the process → request a home valuation → submit property information.

Across both flows, the goal was to keep the next action clear while maintaining a consistent experience across the site.

The buyer journey begins with property discovery. Search and filtering help users narrow listings based on the criteria that matter to them before moving into a detailed property page.

Once a buyer finds a property they're interested in, the experience provides the information needed to evaluate it—including photos, price, property details, amenities, location, and advisor information—before presenting a clear path to request a showing.

Flow:
Home → Buyer Page → Property Search → Property Details → Request Showing

Your Buyers, Properties, Property Details and Contact designs support this part of the story.

For sellers, the website shifts from property discovery to establishing value and encouraging action.

The seller experience explains the selling process and marketing approach before directing homeowners toward a property valuation. Instead of presenting one large form immediately, the valuation experience breaks the request into smaller stages for the property address, property details, and contact information before confirming submission.

Flow:
Home → Seller Page → Home Valuation → Property Details → Contact Information → Confirmation

Your Sellers + Home Valuation designs become the main visuals here.

Buying or selling a home involves more than completing a form. The supporting pages give visitors additional context about the team, their areas of expertise, communities served, and ways to get in contact.

These pages were designed to support the two primary flows without competing with them.

This is where your Team and Contact designs fit.

Although buyers and sellers have different goals, both experiences use the same navigation, typography, color palette, cards, forms, buttons, spacing, and content hierarchy.

That consistency allows each journey to have its own purpose while still feeling like part of the same Garden State Property Group experience.

The final concept brings property discovery, detailed listings, seller education, home valuation, team information, and contact experiences into one connected website.

Instead of forcing every visitor through the same path, the experience gives buyers and sellers distinct routes based on what they came to accomplish.